Klaviyo & Email
DMARC
Quick definition
A DNS policy telling inbox providers what to do if a message fails SPF or DKIM checks: reject, quarantine, or monitor.
What it actually means
DMARC is the third email authentication standard, built on top of SPF and DKIM. The policy can be: none, monitor only, no action; quarantine, send failing messages to spam; or reject, block failing messages entirely. As of 2024, Gmail and Yahoo require bulk senders, over 5,000 emails per day, to have a DMARC policy of at least none. Best practice: start at p=none, gather aggregate reports, then move to quarantine once you confirm all legitimate senders are authenticated.
Related terms
Email Deliverability
The probability that your email reaches the inbox instead of spam or the promotions tab. Driven by sender reputation, authentication, and engagement.
SPF (Sender Policy Framework)
A DNS record that authorizes which servers are allowed to send email on behalf of your domain. Required for deliverability.
DKIM (DomainKeys Identified Mail)
A cryptographic signature added to email headers that shows the message was sent by an authorized server. Required for deliverability.